ANUA, Ulta Beauty partner to expand in the USA

USA – ANUA, a K-beauty skincare brand, has partnered with Ulta Beauty, the largest beauty retailer in the USA, to expand its presence in the North American market.

This partnership marks a significant milestone for ANUA, as it aims to strengthen its connection with U.S. consumers and establish itself as a leading global beauty brand.

The collaboration began with ANUA’s launch on Ulta.com in December 2024, followed by a large-scale expansion to 1,400 Ulta Beauty stores across the U.S. on February 2nd, 2025.

This move allows ANUA to reach a broader audience and showcase its bestselling products through branded, eye-catching displays and front-of-store tables.

ANUA representative said, “We are delighted to achieve such strong results as we successfully expand into the competitive U.S. retail market, following our online success.” 

“Through our continued partnership with Ulta Beauty, we will work toward becoming a global No.1 skincare brand through strategic marketing initiatives and innovative product development tailored to our customers.”

ANUA continues to win over global consumers through its effective localization strategies and distinctive marketing approach. 

To celebrate the partnership, ANUA is offering promotional gifts of a Double Cleansing Duo set to customers who make purchases exceeding a certain amount.

One of the brand’s notable accomplishments is its impressive performance on TikTok, where its total brand-related content has amassed over 2.4 billion views, especially striking a chord with the Gen Z demographic.

The brand’s bestsellers include the Heartleaf Pore Control Cleansing Oil, Heartleaf Quercetinol Pore Deep Cleansing Foam, and the Niacinamide 10 TXA 4 Serum.

The Heartleaf Pore Control Cleansing Oil has garnered significant attention on the Tiktok app, amassing over 338 million views and solidifying its status as a leading K-Beauty brand.

The expansion comes at such a time when K-beauty brands are dominating the global skincare industry by utilizing traditional ingredients such as ginseng, green tea, and mung beans to achieve the highly coveted ‘glass skin’ effect.

As reported by the Ministry of Food and Drug Safety, Korean cosmetics exports rose 21% to USD 10.2 billion in 2024 from a year earlier, with basic skincare products accounting for 75% of the total at USD 7.67 billion.

This achievement positions South Korea as the world’s third-largest cosmetics exporter.

Skincare brands that have recently become more popular overseas than in Korea include Beauty of Joseon’s Clear Rice Sunscreen, Anua Mugwort 77% Soothing Toner, and Skin1004 Madagascar Centella Light Cleansing Oil.

The Korean cosmetics market is projected to record a compound annual growth rate (CAGR) of 7.8% from 2024 to 2033.

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